Text messages are read quickly, so they work well for time-sensitive offers, reminders and updates. The same directness means a bad message annoys people just as fast.
Get permission first
Only message people who agreed to hear from you, and make it easy to opt out. Follow the UAE telecom rules that apply to your messages and use a registered sender ID.
Say who you are
Start with your brand name so people recognise you straight away.
Keep it short and specific
- One message, one idea, one action.
- A clear offer with a deadline if it is genuine.
- A short, trackable link.
Choose sensible timing
Avoid very early or late hours and respect local habits. Test a few times and see when customers respond best.
Mix useful and promotional
Order updates, appointment reminders and delivery notices build trust. Promotions work better when people already see you as helpful.
Measure what happens next
Track clicks, replies and sales from each message so you can see which ones pay off.
Message templates you can adapt
- Appointment reminder: '[Brand]: Hi [Name], a reminder of your appointment tomorrow at [time]. Reply 1 to confirm or call [number] to change.'
- Order update: '[Brand]: Your order [number] is on its way and will arrive today between [time]. Track it here: [link]'
- Promotion: '[Brand]: This weekend only, [offer]. Show this message in store or use code [code]. Opt out: reply STOP.'
- Win-back: '[Brand]: We miss you, [Name]! Enjoy [offer] on your next visit before [date]: [link]'
Collecting opt-ins the right way
- Add a clear tick box with wording that explains what messages people will receive.
- Collect numbers at checkout, on sign-up forms and in-store with consent.
- Keep a record of when and how each person agreed.
- Honour opt-outs immediately and keep your list clean.
Segmentation: send the right message to the right person
Sending the same text to everyone wastes attention. Even simple groups help: new customers, repeat buyers, people who have not purchased in ninety days and customers in a particular area. Personalise with a name or a product they showed interest in.
How often to send
Frequency depends on your business. A restaurant might send one offer a week, while a clinic might send only reminders and occasional updates. Start light, watch the opt-out rate and clicks, and adjust. If opt-outs rise, you are probably sending too much or the content is not relevant.
SMS and WhatsApp together
Many businesses use both. SMS reaches customers who prefer it and works without internet access, while WhatsApp suits richer conversations with images, buttons and replies. Use each for what it does best and avoid sending the same message on both channels at once.
Measuring performance
- Delivery rate and failed messages.
- Click-through rate on your links.
- Replies and conversations started.
- Sales or bookings attributed to each campaign.
- Opt-out rate as a health check.
Common mistakes
- Sending without clear consent.
- Using long messages that get cut off or split.
- Forgetting to identify the sender.
- Sending at inconvenient times.
- Ignoring Arabic formatting and character limits.
Sender IDs and delivery
A sender ID is the name that appears instead of a phone number, such as your brand. In the UAE, sender names are typically registered with the telecom operators before they can be used for commercial messages, and the process and requirements can differ by provider. Work with an SMS provider that handles registration, and plan time for approval before a campaign launch.
Writing for the character limits
SMS messages have limits. Messages written with standard Latin characters fit more text in one segment than messages containing Arabic characters, which use a different encoding and a lower limit. Long messages are split into several parts, which can raise costs and sometimes arrive out of order. Write the shortest version that still works, and preview it on a phone before you send it.
- Put the brand name first and the call to action early.
- Use one link only, and make it short and trackable.
- Avoid excessive capital letters and exclamation marks.
- Write the Arabic and English versions separately instead of sending one long bilingual text.
Timing ideas by business type
- Restaurants: late morning for lunch offers, mid-afternoon for dinner.
- Retail: just before the weekend, and at the start of sale periods.
- Clinics and salons: the day before an appointment for reminders.
- Delivery and logistics: at the moment the status changes.
- Education: around registration deadlines and the start of a term.
Automation ideas that earn their keep
- Welcome message after opt-in, with a clear next step.
- Order confirmation and delivery update.
- Appointment reminder with a way to confirm or reschedule.
- Post-purchase message asking for feedback or a review a few days later.
- Reactivation message for customers who have not returned in a while.
Compliance checklist
- Consent recorded and easy to prove.
- Registered sender ID.
- Clear identification of your brand in each message.
- A simple opt-out method that works.
- Message content that is accurate and respects local standards.
- A review of current telecom rules with your provider or a legal adviser.
Frequently asked questions
Is SMS still worth it with WhatsApp so common?
Yes. SMS works for time-sensitive notices and for customers who do not use messaging apps heavily. Many businesses use both channels for different purposes.
How do I know which customers want SMS?
Ask during sign-up or checkout and store the preference. Respect it, and let people change it later.
Our SMS marketing service handles sender registration, segmentation, automation and reporting, in Arabic and English.
Want help putting this into practice?
Book a free audit and we will review your marketing and suggest the quickest wins.
